Wordstream founder Larry Kim and his team found that for search results about shopping items, as much as 85.2% of the real estate in which users might expect to see results are actually taken up by ads.

Currently, 64.6% of search clicks for keywords with "high commercial intent" (i.e. shopping searches) are on ads — not on "real" content that got to the top of the page because the company is most relevant.

Google search results can be so cluttered with its own ads that, often, you can only see "real" results by scrolling down the screen to get to them.